Marcin Kordkowski 
Published: 10.06.2021 
5 minute 
Ceneo.pl is one of the champions of domestic e-commerce. This is according to the latest Senuto report “e-commerce in Poland 2021. Online stores with the best SEO”, where Ceneo ranked second in terms of visibility in Polish Google, second only to Allegro. What SEO activities make up the success of the site? The answer to this question was found by Marcin Kordowski, whose analysis you can read below. Meanwhile, you can download the aforementioned report free of charge to your email inbox.
On-site analysis
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The on-site analysis of the Ceneo.pl website was not easy. My servers blocked two key tools that analyze the site’s technical content. Fortunately, I always have Screaming Frog on hand, which had no such problems. I think that in the case of Ceneo.pl you can consider on the plus side care to protect the site from unnecessary traffic and additional load on the servers.
Might be useful to you: SEO tools. How to use programs to help with Google optimization and SEO?.
Screaming Frog analyzed more than 36 thousand URLs. Of this number, 11 thousand are HTML pages, the rest are other types or unrecognized pages.
|
Analysis component . |
Number of errors detected |
|
Meta Title . |
34 . |
|
Meta Description |
27 . |
|
Missing H1 . |
9 . |
|
Missing Alt |
1 |
|
Canonical missing . |
2 |
| Missing Structured data |
11,970 . |
| Orphaned pages |
2 . |
| Response time |
Average 0.37 sec. . |
| AMP |
None . |
| Redirects 302 and 301 |
178 . |
| SiteMaps |
OK . |
This analysis indicates that the site is well managed in terms of optimization. The examined part does not contain many errors. What is worth noting ispage loading speed on Screaming Frog.
However, this is not confirmed by an analysis of randomly selected pages in Google Speed Insights.
The dedicated mobile version of https://m.ceneo.pl/Odkurzacze_pionowe unfortunately does not shine by example. Neither does the following sub-page.
What is worth paying attention to?
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- Full optimization of the website results in its fast and complete indexation.
- Very efficient website structure – despite its large size, Ceneo.pl maintains a relatively flat structure.
- Resolved problems with disappearing content – redirects from disappearing category products to new equivalents have been applied.
- Despite low ratings in Google Speed Insights, the pages load quickly in both the dedicated mobile and desktop versions.
- Attention to detail such as meta title and meta description.
- UX at a very high level.
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Off-site analysis
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An analysis of the profile of external links shows a steady increase in linking domains with a slight spike recently.
Also impressive is the link profile, which is exemplary in both number and URL Rating values.
When we compare it with competing sites in terms of the number of linking domains over time, we see the following view:
Allegro is the hegemon. In second place is Ceneo, and in third place is Olx. All these sites have recently recorded an increase in the number of linking domains. Does this mean that experts from the top 4 sites have recognized that it is linking that can help generate more revenue?
What is worth paying attention to?
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- High number of linking domains
- High URL Rating for linking URLs and Domain Rating for domains.
- Deep linking of categories and product listings.
- Internal linking consistent with external linking.
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Content analysis
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Below I present content quality factor analysis measured by estimated traffic and the number of indexed pages in Google index.
The distribution is clearly a reflection of the situation that prevails in this sector –we have three leaders, among which are Ceneo.pl, Olx.pl and, of course, the tycoon Allegro.pl.The remaining competitors diverge both in terms of traffic generated by a single indexed URL and the number of address URLs.
The number of pages for the top 3 players is impressive. Ceneo has 21 million indexed subpages.
The distribution of visibility illustrated below is an almost ideal distribution, as the grouping of links in positions 1-3 is predominant. This means that the potential of content has been maximized. However, when we compare the content ratio to that shown by Allegro, the opportunity for further optimization becomes apparent.
Ceneo.co.uk, unfortunately, by design, has weaker content and reinforces the result lists of other stores, which is a major limitation. Nevertheless, Olx.pl deserves praise for pulling the maximum out of its content.
What is worth paying attention to?
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- Smart management of content from suppliers and generating a lot of traffic thanks to it.
- Excellent selection of phrases and skillful control of external and internal linking, resulting in high exposure of the site in search results.
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Reactions to core updates
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The recent algorithm change does not cause significant changes in the positions that Ceneo.pl occupies in the organic results. Below is a comparison of the current situation with the situation on the eve of the changes.
A slight change in TOP 1 did not affect the visibility of the site.
The only thing that puzzles is the increase in the number of linking domains from the off-site point. Evidently, 4 players have increased efforts and activities in this area.
Read also: Is your site ready for the Core Web Vitals update?.
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What is worth paying attention to?
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The site was prepared for the changes and did not suffer a loss in search results. This is closely related to the proper preparation of the pages on which users land, their optimization and usability. Above all, however, the fact that they correspond to the intentions of those coming from the search engine to the site and fulfill their needs.
Summary
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The above analysis is not a detailed a SEO audit, but rather an abbreviated description of what makes up Ceneo.pl’s success. The site’s positioners don’t have an easy task, given its size – but second place in our ranking “e-commerce 2021: Online stores with the best SEO” shows that they are doing a good job.
